The International Fresh Produce Association’s Foodservice Conference is set to return to Monterey, Calif., from July 31 to Aug. 1.
Andrew Marshall, IFPA’s staff liaison for wholesaler-distributor members, says what’s new this year is a dedicated cohort of those working in college and university foodservice, adding that the collegiate cohort builds upon the success IFPA has had with its K-12 school forum. He says that while the Foodservice Conference will continue to target K-12 school lunch providers and the rest of the foodservice industry, adding collegiate foodservice representatives into the mix unlocks a whole new set of consumers for growers and distributors.
Marshall says foodservice representatives from the University of Michigan, Auburn University, Stanford University, Yale University, Kansas State University, University of Massachusetts, Amherst, Oregon State University, Drexel University, Vanderbilt University, Rice University and Washington State University will be in attendance.
The event also offers the produce industry a good opportunity to connect with these burgeoning future fresh produce consumers, he says.
“At the end of the day, that college and university audience is almost the last step before a student is going to have to go grocery shopping on their own,” Marshall says. “It’s easy to think about foodservice and retail as a silo, but if we think about it as circular, how it’s all connected and how do we work collaboratively with college and universities, so that there’s an opportunity to teach those students about what foods are in season or how to use a PLU look up code so that they’re not afraid to go into the produce department.”
Marshall says colleges and universities are also large-volume buyers, which is another critical audience for distributors. As many high school students assess their higher education choices, food options play a huge role in those decisions, says Marshall, adding that many colleges and universities offer retail operations such as grab-and-go kiosks and mini marts.
“They’re looking for things like fresh-cut fruit for parfaits,” he says. “They’re looking for veggie dippers and things like that — the same types of things that would be in maybe a grocery store or even at a C-store level. There’s a lot of opportunity when you’re talking to a college or university operator, because they operate so many different kind of business segments.”
Marshall says other noteworthy first-time attendees to IFPA’s buyer sourcing meetings include First Watch, Sweetgreen, and Salad and Go.
“You’re getting ones that are within the zeitgeist of foodservice popularity right now,” he says.
Trending Research
IFPA will also debut its research findings on emerging health-focused trends that it says will shape menus, consumer demand and the foodservice landscape at the Foodservice Conference. Marshall, who says IFPA partnered with insights firm Technomic for this survey, explains that the research will look at consumer trends, especially for Gen Z, the impact of GLP-1 medications and more.
Following the research findings, a panel comprised of leaders from foodservice operations, K-12 programs, and emerging Gen Z professionals will take a deeper dive on these topics, Marshall says.
“How do you capitalize on flavor trends? How do you capitalize on them so that produce can then be applied to them? If we know folks are going out to eat and they’re looking for wholesome foods, or things that are more relatable, and things that we know,” he says. “If that’s what comfort food is, and that’s what people are looking for, how do you make sure that produce is a part of that comfort food mix?”
Pre-Confence to Focus on Menu and Procurement
And another thing that’s new about this year’s Foodservice Conference is that IFPA plans a pre-conference session on July 30 on selling fresh produce to K-12 schools. Marshall says this session will bring produce growers, suppliers and distributors together to discuss how schools plan menus and the procurement process. This is designed to help those growers and distributors who service schools better understand decision timelines and where products go.
“We’re trying to create more opportunities and more dedicated time to understand how schools are making menu planning decisions and when they’re making those decisions, and then also what they may need from the industry to support what they’re trying to do,” Marshall says.
The feedback from schools, he says, is invaluable as schools also face labor challenges and often need fresh produce solutions that are easy to prepare and serve.
And he says that feedback and connection are what make the Foodservice Conference a great experience for attendees: targeted conversations with buyers, growers and distributors and conversations around what’s new within the foodservice space.
“It’s very much a relationship business, and especially in food service where if it’s on the menu, it’s got to be, you know, available,” Marshall says. “That really speaks to, you know, how important that supply chain partnerships are.”
